Abstract:
There is little sense in testing advertising efforts without having a theory about what advertising is supposed to do. It is equally without much sense to pre-test advertisements (or elements that would go into advertisements like themes, artwork, slogans etc.) without assumptions about what post-testing of the same advertisements is supposed to show. And finally: theories that cannot be tested for proof or disproof are not very useful. It should also be realised that in most fields of scientific endeavour the theories have followed rather than preceded every day life and observations of what went on in actual practice.
Research Papers
Post testing and pre testing consumer behavior caused by advertising
Catalogue: Seminar 1967: The Market Research Looks At The Way That Advertising Works
Author: Jan Stapel
Company: NIPO
June 15, 1967
Research Papers
Nipo's brand monitor and how advertising works
Catalogue: Seminar 1991: How Advertising Works And How Promotions Work
Authors: Leo van Doorn, Jan Stapel
Company: NIPO
June 15, 1991
Research Papers
Realities in research and advertising
Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Jan Stapel
Company: NIPO
June 15, 1971
